Why ‘clean beauty’ is trending this season

Are the beauty products you use 'clean'—that is, free of dirt and filth but not hazardous chemicals? "There has been a significant shift in consumer preferences towards more sustainable and eco-conscious products across industries in recent years." Clean beauty has evolved as a popular trend, with consumers being more conscious of the substances in their skincare, cosmetics, and haircare products. "There has been an increase in demand for clean beauty products, which are distinguished by their natural, non-toxic, and environmentally friendly formulations," explains Naina Ruhail, founder and co-CEO of Vanity Waggon, a clean beauty marketplace. Ruhail discusses this season's clean beauty trends.

Natural, plant-based ingredients are heavily emphasised in clean cosmetic products. "Consumers are increasingly looking for products that are free of potentially harmful chemicals like parabens, sulphates, phthalates, and synthetic fragrances." Instead, they prefer products containing plant extracts, essential oils, and other naturally produced ingredients. "This trend is driven by the belief that natural ingredients are gentler on the skin and can deliver effective results without harming the environment," Ruhail explains.

Packaging that is environmentally friendly

Contrary to popular opinion, clean beauty encompasses more than just the components. It includes environmentally efficient and long-lasting packaging. Many beauty influencers are criticising brands for their excessive use of plastic. "As consumers become more environmentally conscious, they seek products made from recyclable or biodegradable materials in order to reduce their environmental footprint." "Brands are responding by incorporating environmentally conscious packaging practises, such as using glass containers, refillable options, or compostable materials," says Ruhail.

Complete transparency

The practise of not disclosing all of your ingredients is out of date. Clean beauty zealots avoid such brands. "The desire for transparency is one of the key drivers behind the clean beauty trend." Consumers are becoming more knowledgeable about the substances used in beauty products and want to know where each component came from. To address this, firms are implementing transparent labelling practises, such as offering thorough ingredient lists and detailing the sourcing and manufacturing procedures. "Ingredient awareness allows consumers to make more informed decisions and builds trust between brands and their customers," adds Ruhail.

Vegan miracles

Any woman beauty consumer will tell you that the fact that clean beauty is cruelty-free and vegan is one of the key reasons for its popularity. "Concerned consumers are increasingly concerned about animal testing and the use of animal-derived ingredients." Clean beauty adheres to vegan and cruelty-free standards. This appeals to an increasing number of morally conscious consumers, driving demand for cruelty-free and vegan options," says Ruhail.

Personalisation

Customisation and customization are another clean beauty trend. "Consumers want products that are tailored to their specific needs and preferences." Brands are reacting by providing customised beauty routines in which customers may select components or formulas based on their skin type, issues, or lifestyle. "Not only does this approach meet the specific needs of consumers, but it also reduces waste," explains Ruhail.

"The clean beauty trend is a paradigm shift in the beauty industry, not a fad." Clean beauty products are gaining popularity as people become more concerned of their influence on the environment and their bodies," says Ruhail. From allowing your skin to breathe and feel better to helping Mother Earth, the clean beauty notion is not only here to stay but is evolving.